How do people remember, believe, decide, and act—and what does that mean for the way we communicate?

Feelings Over Facts: Embracing an Emotions-First Narrative Strategy, by Jiggy Geronimo, Ph.D. and Kate Catherall, examines the neuroscience and social psychology behind effective political communication. The report makes the case that emotion plays a central role in memory, belief, decision-making, and action, and explores how storytelling, values, belonging, repetition, and emotionally resonant content can help narratives break through in today’s fragmented information environment.

The report moves from the science to practice, offering a framework for communicators to map their audiences’ emotional landscapes, establish narrative objectives, develop compelling stories, listen for resonance, and use content and distribution to reinforce a narrative over time.